The Study On Marketing Strategy Of Water-based Multicolour Coating

This paper studied marketing strategy for water-based multicolour coating of HePu Company, by modern marketing theory and practice of combining method.This paper firstly carried on the simple description to domestic and foreign development trend of water-based multicolor coating and the relevant theories of marketing, lurther, the present situation and the existence question of HePu Company were analyzed by the 4P method. Secondly, the HePu Company's internal and external environment were analyzed through the SWOT analysis. Finally, Improvement and adjustment measures were put forward about the existing problems of HePu Company, it mainly discussed from the segmentation, target market and positioning, product marketing strategy, price strategy, channel strategy and promotion strategy were developed.Through theory with practice method, this paper discovered the question which is the HePu Company in the current marketing strategy:The product features were not highlight in product packaging; a single product range; product research and development efforts were not enough; overall image of product was not perfect. Positioning of product price was unreasonable; price system of product was not comprehensive. Channel management was not perfect; channel maintenance was lack. After-sale service was still need to improve; Marketing personnel were not paid attention; publicity was not enough. On these issues for improvement and adjustment programs, the company hopes the marketing process has some guidance.